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Deutsch Los Angeles is crafting a 60-second Super Bowl spot for Taco Bell. The high-profile venue will mark the agency's debut work for the brand, which recently added Deutsch to its roster. Interpublic sibling Draftfcb remains the brand's lead agency, and it said that "our extended client and agency team got to work" after Deutsch presented the concept. The spot will feature Taco Bell's "Live Mas" tag.

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Taco Bell is returning to the Super Bowl with a 30-second spot from Deutsch LA. The brand hasn't revealed details of the ad but promises a big buildup. "This buildup will pay off with one of the most exciting announcements from the Taco Bell brand to date," said Chris Brandt, the company's top concept and brand officer.

Taco Bell launched a loyalty game called Explore as part of its mobile application that gives rewards for orders made through the app, but also gives consumers treats for sharing any "Live Mas" experiences on Twitter, Instagram or Facebook. "We're not rewarding people for talking about Taco Bell, tweeting Taco Bell (or) using #livemas. We are actually just rewarding people for living their lives," Taco Bell's Tressie Lieberman said.

Taco Bell, which Ad Age has named its Marketer of the Year, turned around four years of poor sales by setting itself up as a lifestyle brand with the 2012 introduction of its "Live mas" slogan and its first Doritos Locos Tacos. The Doritos tacos helped turn a 1.4% sales decline in 2011 to an 8% increase in 2012. Under Draftfcb and Deutsch, Taco Bell heavily targeted millennials on social media and increased its ad budget by 12% in 2012.

Digitas has won Taco Bell's interactive creative after a review. The Yum! Brands chain will continue to work with Draftfcb, which fashioned its current "Live Mas" campaign, on other creative efforts as well as media. Yum! spent about $250 million advertising Taco Bell in 2011, according to Kantar.

Taco Bell will unveil a new tagline, replacing "Think outside the bun" with "Live Mas" to highlight new higher-end menu offerings. The quickservice Mexican chain's reputation for value pricing may not lend itself to the new tagline and higher-end menu it aims to represent, says industry consultant Denise Lee Yohn. "A tagline should embrace the DNA of the brand, which for Taco Bell is extraordinary value."